Walking Billboards

In January, the Japanese marketing firm Wit Inc. began hiring “popular” young women (judged by the extent of their “social network” contacts), at $121 a day, to walk around with advertising stickers on their thighs. The stickers are placed on the erotic “zettai ryouiki” — the Japanese mystical area between the hem of a short skirt and the top of long socks. The women must be prepared to endure men hovering closely to read the ads.